نوع مقاله : مقاله پژوهشی( کیفی )
نویسندگان
1 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
2 مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.
کلیدواژهها
موضوعات
عنوان مقاله English
نویسندگان English
The goal of the present research is to design an appropriate network marketing model with an entrepreneurial approach in the food industry. This research is applied in terms of objective and qualitative in nature. Data were collected through semi-structured interviews with experts in the fields of marketing, entrepreneurship, and the food industry and analyzed using thematic analysis. The findings of the research led to the identification of a set of basic themes, organizing themes, and 10 overarching themes, which were presented in the form of a coherent model. The results indicate that success in this ecosystem relies more than anything on the intelligent integration of ‘cultural-tribal authenticities’ with ‘modern entrepreneurial and digital capabilities.’ Themes such as adaptive-religious marketing strategies, dynamics of tribal networks, and governance based on trust and commitment were recognized as the main pillars of social acceptance and market penetration. Furthermore, the findings highlight that entrepreneurial orientation, knowledge management, and digital transformation are the main drivers of market performance improvement and sustainable value creation. Ultimately, this research presents an operational framework showing how synergies between traditional trust structures and modern technologies can lead to resilience and competitive advantage in the food industry of Iraq. This model can serve as a roadmap for entrepreneurs and policymakers to develop network marketing in similar markets.
کلیدواژهها English
